In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.
Cities around the world are increasingly using events as a tool to generate a wide range of effects, including image enhancement, income generation, and social cohesion. However, the use of events as an urban policy tool is hampered by the fact that events themselves also have their own objectives, such as making a profit or advancing the agenda of national and international organizations. In some cases, the objectives of the events and the city may coincide, but in other cases, they may not. Therefore, for cities there is a growing challenge in coordinating their events program in order to maximize the benefits for the city as a whole, while also supporting individual events. Many cities have already developed specific events policies and support mechanisms, but these tend to treat events as individual occurrences, rather than as an integral part of the urban ecology. Richards and Palmer have argued that the "eventful city" needs to take a strategic, holistic view of its events portfolio in order to move from being a city full of events to developing "eventfulness." This article considers how some cities are developing more holistic approaches to event policy and eventfulness. In reviewing the events policies of cities worldwide, it identifies three emerging policy models: event-centric policy, sector-centric policy, and network-centric policy. The article further considers the implications of these different models for events and events policies in cities.
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Over many years we’ve been looking at the emergence of “organized networks” as an alternative concept that could counter the social media platform a priori of gathering (and then exploiting) “weak links.”[1] Organized networks invent new institutional forms whose dynamics, properties, and practices are internal to the operational logic of communication media and digital technologies. Their emergence is prompted, in part, by a wider social fatigue with and increasing distrust of traditional and modern institutions such as the church, political party, firm, and labour union, which maintain hierarchical modes of organization. While not without hierarchical tendencies (founders, technical architectures, centralized infrastructures, personality cults), organized networks tend to gravitate more strongly toward horizontal modes of communication, practice, and planning.
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